Given the timing of the campaign into the summer months, when television, the medium with the highest efficiency, loses the viewers due to pleasant weather, abundance of alternative activities, long warm evenings and holidays, we decided to recommend very strongly a media mix that did not include television as the main media type, which isn’t the usual way with McDonald’s promotion campaigns.
With regard to the nature and time of communication (summer, Mexico), we picked the outdoor media as the basis of the campaign. We wanted to attract the attention of customers on the road, moving in the streets, driving their cars, wondering whether they should have something to eat – customers who can respond straight away with a visit to McDonald’s.
The outdoor communication took place on carefully selected sheets in Prague, Brno, Ostrava and Pilsen, on city lights all over the Czech Republic, on phone booths in Prague and the rest of the country, and on JCD kiosks around the centre of Prague, always near a McDonald’s restaurant.
The outdoor campaign was appropriately complemented by full-page ads in the Metro and the MF Dnes, by a three-week campaign using 30-second spots in the network of MMS and radio Evropa 2, and finally by an internet campaign which ran on idnes.cz, novinky.cz, aktualne.cz, lide.cz etc. in various formats that were ideal for the well-done visuals of the campaign with the theme of a sombrero as the symbol of Mexico.
The campaign achieved better results than a comparable promotion campaign released in the same period in 2006 but using television as the main medium.
The results of the campaign showed that in summer months, appropriately chosen outdoor media can replace television and can work even better.